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New Super League Sponsor


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2 hours ago, Man of Kent said:

That's quite a leap from this obviously poor deal. Isn't the Betfred sponsorship worth around £1m?

Around 1 million is what individual top Championship football clubs get for their front of shirt sponsorships. Not loads really is it.

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2 hours ago, Man of Kent said:

That's quite a leap from this obviously poor deal. Isn't the Betfred sponsorship worth around £1m?

Some sponsors will find more value than others. Betfred will also get much more prominence for their deal than Papa Johns will for its deal. 

In the case of Betfred, they get title sponsorship (and the prominence and signalling that comes with that), access to an audience that has a clear interest in sport (and by extension, what they offer), they get a form of advertising that is arguably less politically sensitive than other forms of advertising and they get an opportunity to get the brand name-checked in editorial (not least the BBC). They may find that those benefits are worth £1m. 

But sponsors that find that level of value will be few and far between. For Papa Johns, I have no doubt that they will simply see this as a slightly higher level of outdoor media - which itself is incredibly cheap even at the best of times - with some digital thrown in.  

The crux of the issue here is that Super League has:

  • a small audience,
  • an audience that generally falls into lower-income demographic groups,
  • an audience with lower levels of spending power than many advertisers are looking for
  • an audience that is very easy and cheap to reach through mediums other than sport. 

Advertisers generally have a good idea of what it costs to reach the audiences they want to reach, and no amount of "better commercial accumen" fundamentally changes that. Yes, we can look for ways to ensure the sponsorship provides more value, but you're never going to get a sponsor to pay more than an audience is worth, unless it's for vanity or altruism. 

If Super League wants more and better sponsorship deals, the clubs need to get much better at communicating with the audiences that those advertisers want, but may well struggle, to reach. 

Edited by whatmichaelsays
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Whether you think the deal is good or bad or will ultimately lead to a more fruitful sponsorship next year or not, clearly the major problem here is most people, me included only heard about this when it began to be widely ridiculed on social media and outspokenly mocked by fox sports in Australia.

How does this look to other potential sponsors?

Will bachelors offer peas instead of pounds?

Edited by tuutaisrambo

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13 minutes ago, tuutaisrambo said:

Whether you think the deal is good or bad or will ultimately lead to a more fruitful sponsorship next year or not, clearly the major problem here is most people, me included only heard about this when it began to be widely ridiculed on social media and outspokenly mocked by fox sports in Australia.

How does this look to other potential sponsors?

Will bachelors offer peas instead of pounds?

That's an interesting point, because I made the point that the amount of coverage they get is pretty small - yet detractors are claiming that it is prominent and has millions of eyeballs on it. 

But on the flipside, the reason you read about it on fox sport was because SLE released a press conference telling everyone about it, so they did shout about it and make people aware.

And on your mushy peas point, I do recall a similar amount of noise about how bad an image Mushy Peas was as a sponsor - I do wonder why any company would want to invest in RL and try and appeal to us lot.

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19 minutes ago, whatmichaelsays said:

Some sponsors will find more value than others. Betfred will also get much more prominence for their deal than Papa Johns will for its deal. 

In the case of Betfred, they get title sponsorship (and the prominence and signalling that comes with that), access to an audience that has a clear interest in sport (and by extension, what they offer), they get a form of advertising that is arguably less politically sensitive than other forms of advertising and they get an opportunity to get the brand name-checked in editorial (not least the BBC). They may find that those benefits are worth £1m. 

But sponsors that find that level of value will be few and far between. For Papa Johns, I have no doubt that they will simply see this as a slightly higher level of outdoor media - which itself is incredibly cheap even at the best of times - with some digital thrown in.  

The crux of the issue here is that Super League has:

  • a small audience,
  • an audience that generally falls into lower-income demographic groups,
  • an audience with lower levels of spending power than many advertisers are looking for
  • an audience that is very easy and cheap to reach through mediums other than sport. 

Advertisers generally have a good idea of what it costs to reach the audiences they want to reach, and no amount of "better commercial accumen" fundamentally changes that. Yes, we can look for ways to ensure the sponsorship provides more value, but you're never going to get a sponsor to pay more than an audience is worth, unless it's for vanity or altruism. 

If Super League wants more and better sponsorship deals, the clubs need to get much better at communicating with the audiences that those advertisers want, but may well struggle, to reach. 

I do also think that there needs to be context taken into account here. They aren't a major partner, as you have pointed out, they get some ads from us that are worth little for providing some goods that we need. It really is just like the sports drink and protein mix suppliers as you highlighted earlier. 

It is a very minor deal - the value is minor each way. Their logo doesn't even appear on the SLE website as a partner.

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46 minutes ago, tuutaisrambo said:

Whether you think the deal is good or bad or will ultimately lead to a more fruitful sponsorship next year or not, clearly the major problem here is most people, me included only heard about this when it began to be widely ridiculed on social media and outspokenly mocked by fox sports in Australia.

How does this look to other potential sponsors?

Will bachelors offer peas instead of pounds?

Makes us look like we'll sell TV coverage (via hoardings) and social media sponsorship for the equivalent cost of £50 a match! 

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16 minutes ago, An Coats said:

The game has become the quid shop of the high street......

Is this an area of yur expertise?

“The individual has always had to struggle to keep from being overwhelmed by the tribe. If you try it, you will be lonely often, and sometimes frightened. But no price is too high to pay for the privilege of owning yourself.”
 Friedrich Nietzsche

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35 minutes ago, sweaty craiq said:

Contra deals tend to be a last resort of poor commercial performance when you are selling the product, when buying it can be a good move.

I wonder if Fred Done will offer all season ticket holders a £10 free bet instead next time

Poor commercial performance explained by hmm, the global pandemic?

We need to stop seeing this as a sponsorship deal and see it like the nutrition partners clubs have already. This is on a league wide basis I'm sure because for the previous 3 weeks and following few at least, most teams haven't played at home and it makes sense to orchestrate it on a league wide basis rather than 11 separate orders to the same venue.

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56 minutes ago, sweaty craiq said:

Contra deals tend to be a last resort of poor commercial performance when you are selling the product, when buying it can be a good move.

I wonder if Fred Done will offer all season ticket holders a £10 free bet instead next time

Contra deals are common practice and as you know, just one small part of the marketing mix.

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“The individual has always had to struggle to keep from being overwhelmed by the tribe. If you try it, you will be lonely often, and sometimes frightened. But no price is too high to pay for the privilege of owning yourself.”
 Friedrich Nietzsche

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Just to say, go back 12 months, people were complaining about warrington and our social media antics, wolfie etc.

 

That in part got us a very very good principal sponsor in hoover, which apparently is more lucrative than the fly emirates deal. 

 

It was said at the time that we were trying out best to A, get ***** on seats, and B boost and elevate our brand and hopefully SL with it, with 1 eye on the new TV deal.

 

We got a partnership with a big name, international brand. They do a fair bit of promotion for warrington on social media and wire fans have had discounts on hoover products (some of that stuff aint cheap)

 

The rfl/sl should be setting their targets and aspirations high.

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3 hours ago, sweaty craiq said:

Contra deals tend to be a last resort of poor commercial performance when you are selling the product, when buying it can be a good move.

This is just not true - in the business of sport, "official suppliers" tend to be exactly that.

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2 hours ago, sweaty craiq said:

Official supplier of ...... air transport .... hotels ......... pizza, hmmm

 

Yes, looks like Leigh missed a trick there. 😊

“The individual has always had to struggle to keep from being overwhelmed by the tribe. If you try it, you will be lonely often, and sometimes frightened. But no price is too high to pay for the privilege of owning yourself.”
 Friedrich Nietzsche

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9 hours ago, Barry Badrinath said:

Just to say, go back 12 months, people were complaining about warrington and our social media antics, wolfie etc.

 

That in part got us a very very good principal sponsor in hoover, which apparently is more lucrative than the fly emirates deal. 

 

It was said at the time that we were trying out best to A, get ***** on seats, and B boost and elevate our brand and hopefully SL with it, with 1 eye on the new TV deal.

 

We got a partnership with a big name, international brand. They do a fair bit of promotion for warrington on social media and wire fans have had discounts on hoover products (some of that stuff aint cheap)

 

The rfl/sl should be setting their targets and aspirations high.

The people complaining about Wire’s social media are almost certainly the same people complaining about this in kind sponsorship.

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Build a man a fire, and he'll be warm for a day. Set a man on fire, and he'll be warm for the rest of his life. (Terry Pratchett)

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